Bray Leino launches GlobalAgility for global B2B marketing

The company combines more than 850 B2B specialists across strategy, creative, digital, content, demand generation, PR and communications.

Creative communications agency Bray Leino has launched GlobalAgility, a global B2B marketing proposition that brings together seven independent agencies to deliver international marketing services through bespoke client teams rather than a fixed agency network.

The proposition spans Europe, North America, Latin America and Asia-Pacific, responding to demand from multinational B2B organisations seeking greater flexibility, specialist expertise and international reach as buying journeys become more complex and marketing budgets face increasing pressure.

Global proposition built around client needs

GlobalAgility combines more than 850 B2B specialists across strategy, creative, digital, content, demand generation, PR and communications. Instead of assigning clients to a predetermined network structure, the proposition assembles teams based on each client's requirements, combining the appropriate expertise, geographic coverage and cultural and linguistic knowledge.

Clients work through a single agency relationship and contract, supported by a shared operating model designed to streamline collaboration, delivery and reporting across multiple markets while maintaining senior-level involvement throughout each engagement.

Partnership formalises existing collaboration

The proposition formalises a collaboration that the partner agencies have been delivering since 2019. It combines the flexibility of independent agencies with the international scale required by multinational B2B organisations, while extending the capabilities available to each partner agency's existing clients.

GlobalAgility is aimed primarily at multinational organisations in technology and SaaS, manufacturing and industrial automation, and energy and renewables. The model has been developed through work for clients including Olam Food Ingredients, Croda and Cummins.

Leadership team to drive international growth

GlobalAgility is led by Alex Wares, who has more than 25 years of agency experience. Alex Wares previously served as EMEA Managing Director at Transmission and will work alongside the CEOs of the partner agencies, including Bray Leino CEO Kate Cox.

Alex Wares, Director, GlobalAgility: "Global B2B businesses are operating in an increasingly complex world, yet many are still forced to choose between the scale of traditional agency networks and the agility of smaller independents. We don't think they should have to compromise.

"GlobalAgility has been built to become the leading growth partner for global B2B businesses that need speed, adaptability and impact. Rather than asking clients to fit around a pre-existing network, we build a bespoke team around every challenge, bringing together the right expertise, capabilities, markets and cultural understanding to help clients achieve their ambitions.

"We've spent decades working in global B2B marketing. We know what's holding businesses back, we know what isn't working in the traditional agency model, and we've built something designed specifically to address those challenges."

Bray Leino expands international offering

Kate Cox, CEO, Bray Leino: "Growth focused B2B clients increasingly want specialist expertise, senior leadership and the flexibility to respond quickly as markets evolve. GlobalAgility strengthens what Bray Leino can offer, giving our clients access to an expanded international network of B2B specialists while continuing to work with the people they already know and trust.

"What makes this proposition different is that it's shaped entirely around client needs. Every engagement is bespoke, supported by an integrated operating model that delivers a seamless experience across markets, while retaining the entrepreneurial mindset and specialist expertise that global B2B businesses increasingly value."

The founding partners in GlobalAgility are AIM B2B by Custom Media, Bray Leino, Changee, DIE CREW AG, MX Group, Nowa Empower and Xebec Communications. Together, the agencies employ more than 850 people and generate annual revenues of more than $115 million.

www.weareglobalagility.com

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